Last-minute holiday trends to help you wrap up the season

Last-minute holiday trends to help you wrap up the season

December 12, 2019 Off By esential1@

Instead of the 32 shopping days we had last year between Thanksgiving and New Year’s, we’re looking at only 26 days this year. That’s almost a full week less of peak shopping time leading up to Christmas Day. And we’re seeing that U.S. holiday shoppers, on average, still have 53% of their shopping to do in the final weeks leading up to Christmas.1 Retailers can expect brisk holiday shopping right up until Christmas Eve.

To help prepare your retail strategy for the holiday rush, we’re unpacking the latest behavior we see from these last-minute shoppers, from how they’re shopping to what they’re searching for.

Searching shifts from deals to speed

While searches during the Black Friday-Cyber Monday period are dominated by deal seeking — mobile searches for “best deals” have grown by over 90% in the past two years2 — deal hunting is a phenomenon somewhat limited to that weekend. As we move into mid-December, we see that searches increasingly turn to ways to get shopping done quickly. For instance, if last year’s shopping behavior is any indication, we’ll see mobile searches that contain “free shipping” continue to trend for the two weeks following the BFCM window.3

But if shipping is not an option, people double down on how to get what they need nearby. In previous years, mobile searches that contain “store hours” have peaked on Christmas Eve.4